Make Your Brand Matter: Experience-Driven Solutions to Capture Customers and Keep Them Loyal [Kõva köide]

"Historically, consumer and B2B companies have made significant investments in defining and maintaining their brand identity. They worked to establish their brand promise, perception, and voice, establishing market positioning and differentiation to attract specific buying demographics. Once established, these companies would train their employees to project and reinforce that brand identity at every step of the customer journey, from initial awareness through evaluation, transaction, servicing, and loyalty. The brand defined the experience, and the experience reinforced the brand. The digital era disrupted this traditional brand management model. As consumers and business buyers rapidly shifted to online channels, new methods of engagement emerged, and buyers were suddenly entering the engagement cycle at different points. While brand marketers and managers continued to reinforce their traditional brand positioning, digital teams scrambled to create new engagement experiences to meet the evolving demands of the customer. Platforms, tools and technologies were implemented for function first, and then were retrofitted in an attempt to reflect the brand positioning and promise. The result was a disconnect between brand and experience, which led to confusion and frustration for many customers expecting to receive a consistent representation regardless of channel"--

Combine brand and experience into a single, exciting whole to drive growth

The Digital Transformation era has come and gone. Experiential concepts like personalization, transparency, transference, uniquity, and immediacy are now table stakes in an increasingly connected and responsive market. Companies that failed to ante up are already gone—or fading fast.

In Make Your Brand Matter, serial entrepreneur and brand strategist Steve Soechtig delivers an eye-opening discussion of the post-Digital Transformation era in which we now live. The book walks you through the evolution of brand and experience, leveraging examples of historical and digitally native brands that have succeeded and failed to seize the digital moment.

You’ll discover brands that enabled new customer acquisition, customer value optimization, and customer loyalty, all the while realizing that brand and experience are two sides of the same coin. The book also offers:

• Strategies, techniques, and activities for teams to capture digital opportunities
• Discussions of why brand and experience reinforce one another and how experiences must embrace, reflect, and enforce brand identity
• Tactics to accelerate the customer’s progression from evaluator to loyal advocate

Make Your Brand Matter is an essential resource for marketing professionals. It also belongs on the bookshelves of company founders, owners, managers, executives, and other business leaders seeking to develop their organization’s ability to marry brand and experience into one coherent and exciting package.